From Campaign: Google is not killing ID solutions, but has succeeded in sowing doubt

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Google has announced that it will not use email addresses or other identifiers to track users across the web within its ad products once Chrome has phased out third-party cookies.

It means that advertisers that use Google’s demand-side products (Google Ads and DV360) to purchase ads across its owned and operated properties, such as YouTube, as well as its AdX ad exchange to target and measure ads beyond Google properties, will not be able to use cookie-replacement identifiers such as Unified ID or LiveRamp IdentityLink.

Instead, the company is pushing advertisers towards cohort-based targeting, and specifically the FLoCs (federated learning cohorts) developed out its Privacy Sandbox initiative, which will be available for public testing this month.

Read the full article here.

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